1. Discovering books in the digital age Or: how to sell books when nobody knows about them and nobody cares Michael Bhaskar 30.11.2010

2. But it hasn’t totally Everyone thinks everything has suddenly changed

3. This Copyright darwin2009

4. Not this

5. But with some of these along the way...

6. Rather than look at everything I am going to look at three things, snappily entitled: 1.) Internal Platform Dynamics 2.) Many to many microblogging 3.) The possibility of paracontent

7. Platforms =

9. The cycle A book becomes popular It gets in the charts Because it is in the charts it is promoted It sells more because it is being promoted It remains in the charts because it sells more Ad infinitum

11. This is about user behaviour and how we engage with new technology But it’s also a trend that applies across publishing and bricks and mortar retailing – the long tail isn’t a myth, but it’s no saviour

14. This is me – @ajaxlogos

15. “Social media strategy” is over

16. Web 2.0 is so 2006 Social networks have moved on Twitter is the best way for companies to communicate Flexible, non-invasive, concise, neutral, multi-purpose, useful

17. These people Publishing houses/imprints Publishers and staff Authors Characters Talk to these people Other publishers and industry people Journalists and bloggers Readers Interesting people in other industries

20. Paracontent “Spreadable media”

21. “Spreadable media is media which travels across media platforms at least in part because the people take it in their own hands and share it with their social networks.” Henry Jenkins

22. Marketing becomes content

23. Content becomes marketing

24. Enhanced ebooks: where publishing meets marketing?

25. Paracontent is when marketing is separate from the book – yet fundamental to it In marketing theory this is related to the idea of the augmented product (which sees packaging and services around a product as integral to it) Content marketing has been taken to the next level The boundaries of the book itself have become porous – this is creatively interesting but also a commercial tool

26. So, to recap... 3 ways to discover books in a digital age:

27. 1. Play the platforms, work the system and get your books in pole position

28. 2. Get on twitter; In fact, get all over twitter

29. 3. don’t worry about the distinction between content and marketing – make interesting stuff

30. As for the rest, you’ll have to wait and see (Thanks for listening)

31. Michael Bhaskar Digital Publishing Manager Profile Books Twitter: @ajaxlogos www.michaelbhaskar.com www.10membranes.com www.profilebooks.com www.serpentstail.com